The UK grab-and-go sector has evolved into a £24bn market, driven by the return to offices, hybrid working patterns, travel recovery and sustained demand for high-quality food at speed. For wholesalers, this represents a significant and ongoing opportunity.
Food-to-go and lunch has moved from an occasional purchase to a daily habit for many consumers. Importantly, growth is not being driven by volume alone. Shoppers are increasingly willing to trade up for premium, responsibly packaged, fresh options. That resilience – even in the face of cost pressures – creates scope for wholesalers to support customers with ranges that deliver both value and margin.
Wholesalers that can help operators balance premiumisation with practicality, through strong core SKUs, on-trend NPD and clear pricing, are well placed to drive incremental spend in the category.
Joseph Oliver, Development Chef at Creed Foodservice, comments: “Traditional dayparts are blurring, with younger consumers in particular moving away from the classic three-meals-a-day structure in favour of frequent snacking and smaller-format meals. For wholesalers, this opens up cross-category opportunities. Protein pots, smaller portions of products like sushi, mini bakery items and handheld sweet treats allow operators to create mix-and-match solutions that increase basket spend. Bridor and Delifrance’s mini pastries are particularly suited to be a morning grab and go item, offering a perfectly portioned breakfast/brunch treat that is irresistible to most, whilst Pieminister’s Handy Pies are fantastic for lunchtime and afternoon trade. In a challenging financial landscape these formats tap into the so-called ‘lipstick effect’, where consumers cut back on large-ticket spending, but continue to treat themselves to affordable, everyday indulgences. Supporting customers with a tightly edited range of snackable formats spanning savoury, sweet and beverage can help drive repeat purchases and higher transaction frequency.
“In a competitive market, wholesalers and foodservice providers like Creed play a critical advisory role. Operators cannot be everything to everyone, and neither can their suppliers. Encouraging customers to identify their core demographic, focus on hero SKUs and rotate a small number of proven sellers can help maintain freshness, minimise waste and improve operational efficiency. Sales data is a powerful tool: wholesalers that provide actionable insight into best-sellers and underperforming lines can strengthen relationships and position themselves as true category partners. It’s not necessarily about doing more, but about doing it better.”
Temperature control, stock rotation and regular replenishment also remain fundamental to maintaining quality perception – an area where wholesalers can add value through guidance and consistent availability.
“Consumer behaviour is currently being shaped by two clear trends: health-led functionality and affordable indulgence. On the health side, demand for protein-rich, fibre-forward and plant-based options remains strong. Products promoting gut health and broader functional benefits – including those featuring ingredients such as adaptogens and nootropics – are gaining traction. Salads, bowls and sushi remain core fixtures in food-to-go but continue to evolve with more diverse global flavour influences,” adds Oliver.
“On the flipside, indulgence is far from disappearing. Consumers are actively seeking standout flavours and formats, particularly within beverages. Seasonal and premium hot drink flavours – from trending flavours like pistachio and gingerbreads in winter to rose and matcha in summer – present upselling opportunities and strong margins for operators, supported by the right wholesale range.”
Southeast Asian street food influences continue to shape the grab-and-go landscape. Flavours such as gochujang, miso and yuzu are now firmly established on the high street, and the trend is set to deepen further in 2026.
“We are seeing a ‘zooming-in’ effect, where regional cuisines and more specific flavour stories are being spotlighted. For wholesalers, this creates scope to introduce carefully selected global ingredients and ready-to-use solutions that enable operators to innovate without increasing complexity in the kitchen,” says Oliver.
“By balancing health, indulgence, premiumisation and global inspiration, while keeping a firm eye on operational practicality, wholesalers can play a pivotal role in helping their customers unlock continued growth in food-to-go.”
Shaun Whelan, Head of Convenience at Jack Link’s, comments: “Hybrid working has created more varied snacking occasions. Shoppers are no longer just buying for desk drawers five days a week – they are shopping for on-the-go, gym, commuting and flexible working routines. That’s playing to the strengths of portable, resealable, protein-rich snacks. Products that deliver sustained energy and are increasingly relevant for busy days that combine office time, travel and fitness. Jerky fits naturally into those modern routines.”
“Visibility is critical. The unseen is unsold. Meat snacks should sit within the main savoury snacks fixture to reinforce that they are a credible alternative to crisps and nuts. Secondary siting is also highly effective – particularly alongside sports drinks, energy drinks and food-to-go. Strong availability and brand-blocking bestsellers are key to driving repeat purchase.
“Clear signposting such as ‘High Protein’ callouts can also help drive conversion. Secondary siting also works well, for example, protein snacks alongside sports drinks or food-to-go. In convenience, impulse is everything. Clip strips, countertop units and brand-blocking bestselling SKUs can significantly increase visibility and trial.”
Linked deals are hugely important for driving recruitment and encouraging trial. Cross-merchandising with sports related products is a natural fit, particularly with younger and more active shoppers.
Protein-led meal deals can also work well in convenience, especially in forecourts where shoppers are mission-led. The more retailers can position meat snacks as part of a complete solution rather than a standalone purchase, the greater the incremental opportunity.
Jack Link’s Beef Jerky Original 25g remains the highest unit rate of sale SKU in the category, making it an ideal entry point for new shoppers.
Flavours such as Sweet & Hot and Teriyaki continue to resonate strongly with younger consumers seeking something more exciting than traditional savoury snacks.”
This year marks a major step-change for Jack Link’s with the launch of a landmark partnership with MrBeast.
This is about category recruitment at scale. While the UK jerky and biltong category continues to grow strongly, household penetration remains below 7%, which highlights significant headroom. By partnering with the world’s number one digital creator, Jack Link’s has a powerful opportunity to introduce meat snacks to a new generation of savoury snackers.
MrBeast’s reach among Gen Z and Gen Alpha audiences allows the brand to turn cultural relevance into in-store conversion. The bold co-branded packaging has been designed to maximise standout, while a 360° omnichannel campaign across above-the-line, social and shopper marketing will drive awareness and trial throughout 2026.
“For retailers, this is a genuine incremental opportunity. We’re combining trusted, naturally complete real meat protein with the scale and influence of one of the most recognisable global creators. That creates excitement at fixture, drives first-time purchase and helps unlock long-term penetration growth for the category,” adds Whelan.
“The healthier snacking conversation has evolved – it’s about added value. Shoppers are looking for snacks that deliver functional benefits, whether that’s high protein or sustained energy.”
Protein in particular has moved firmly into the mainstream. It’s appearing across drinks, bars, confectionery and food-to-go, but not all protein is created equal. There’s growing scrutiny around ingredient lists and processing, which is why naturally complete protein sources are gaining traction.
“For independent retailers, the priority should be stocking products that combine clear health cues with strong rates of sale,” says Whelan.
“In protein snacking, that means accessible entry points – smaller pack formats at an impulse-friendly price, alongside larger packs for more committed shoppers. It’s also important to stock recognisable flavours that drive repeat purchase.
“Retailers don’t need to overcomplicate the fixture. A focused range of proven SKUs that clearly communicate high protein and low sugar credentials can deliver strong returns.”
Jack Link’s Beef Jerky Original 25g remains one of the strongest-performing SKUs in the category and has the highest unit rate of sale within meat snacks. It’s an accessible, naturally high-protein, low-sugar option that works well in convenience.
Flavours such as Sweet & Hot and Teriyaki continue to resonate with younger shoppers who want both functionality and bold taste.
There is growing interest in products that are naturally aligned with health goals rather than heavily reformulated.
Real meat protein is a strong example. Beef jerky made from lean cuts of meat is naturally high in protein, low in sugar and low in fat, while also providing essential nutrients such as vitamin B12, iron and zinc. That natural simplicity is becoming a powerful point of difference in a crowded protein landscape.
Protein-rich products are now a core part of mainstream snacking, not a niche trend.
However, the category is becoming crowded with fortified and heavily processed options. Brands that can offer naturally complete protein in a convenient, great-tasting format stand out.
Meat snacks are one of the fastest-growing segments within savoury snacking and there remains significant opportunity to recruit new households. As more consumers prioritise active lifestyles and sustained energy, protein-led snacking will continue to gain share, particularly among younger shoppers Whelan continues: “Fresh & chilled has shifted from being purely distress or top-up driven to playing a central role in food-to-go and planned purchasing missions. Protein-led snacking, in particular, has become a key growth driver within chilled, as shoppers look for convenient, satisfying options that fit busy lifestyles.
“Within chilled food-to-go, meat snacks are one of the fastest-growing categories. The category has doubled in value over the past five years and has the potential to double again, with Peperami leading the way. Shoppers are actively seeking protein-led snacks they know and trust, making availability across core lines essential to driving food-to-go performance.
“For convenience retailers, this means chilled is no longer just about sandwiches and dairy – it’s about building a compelling, protein-led offer that supports lunch, top-up and everyday snacking missions.”
In chilled meat snacking, Peperami is the UK’s number one brand and a must-stock for retailers looking to drive food-to-go sales.
Peperami continues to outperform the wider market and lead the meat snacking category. The brand has grown by more than 80% over the past five years and is now worth £140 million in retail sales value. One in five UK households buys Peperami, highlighting its broad appeal and the opportunity for retailers to unlock further growth through food-to-go.
Core SKUs are especially important.
Peperami 5-packs are the number one bestselling SKU across the entire meat snacks category. In chillers, Peperami Lunchbox Minis are also top performers, offering a compelling balance of value, convenience and strong brand recognition.
For retailers, prioritising proven sellers within core formats is key to protecting rate of sale and driving category value.
Protein remains one of the most powerful drivers in snacking, particularly within chilled food-to-go. Shoppers are increasingly seeking convenient, satisfying options that deliver on both taste and perceived nutritional value.
At the same time, value reassurance is critical.
Price-marked packs continue to play a vital role in driving food-to-go sales, offering clear pricing reassurance for shoppers in an increasingly value-led retail environment. For convenience retailers, PMPs act as a built-in promotional mechanic that encourages impulse purchase, builds trust at fixture and simplifies decision-making during busy lunchtime and snacking missions.
Within meat snacks, PMP formats help demonstrate value, drive trial and support repeat purchase across key occasions.
Sarah Babb, Marketing Director at Ginsters comments: “Meal deals are evolving, with shoppers looking for quality, value and exciting new formats too. Front of store, Ginsters are seeing double the growth of total Savoury Pastry, and are the brand delivering the most actual sales growth to the front of store area (NIQ) so Ginsters are perfectly positioned to respond to growing consumer demand for handheld snacks, (+8%, Kantar) bringing excitement and interest to meal deals.
“A huge 95% of shoppers snack, so it’s no wonder the market is worth an eyewatering £15.2 billion (Mintel). The snacking market is growing too, with 73% of people who snack, doing so at least once a day. However, with Savoury Pastry only having a 1.2% share, category leaders, Ginsters believe there is an opportunity to bring in new consumers who are looking for delicious tasting, filling, convenient and high-quality solutions, driving growth for Savoury Pastry snacking, whilst also attracting younger adults.”
In April 2025, Ginsters launched their handheld Pockets range to meet this demand. Crafted to be eaten on the go with delicious street food flavours, their success is driven by the fact they offer great quality and excellent value as well as exciting flavours, all in a handy on the go format.
Since launching in April 2025, Ginsters Pockets have recruited over 810k (Kantar), performing strongly within Meal Deals and delivering adventurous, flavour-forward options to younger consumers seeking exciting, on-the-go, snacks in front of store.
Ginsters Rolls, the best tasting roll in grocery (Wirral), offer shoppers even more choice in Meal Deals and research reveals Sausage Rolls are one of the nation’s no.1 snacks (vypr) one in four Brits eating them at least once a week. As with all Ginsters products, Ginsters Pockets and Sausage Rolls are made with top quality ingredients and always use 100% British Meat. Ginsters are proud to offer shoppers real, honest, convenient food, with no added artificial flavourings, colours or preservatives and with an RRSP of £1.30, Ginsters Pockets and Ginsters Rolls (100g) are great value for money too.
“Quality is important to shoppers and to Ginsters,” adds the spokesperson. “Over 80% of shoppers say it’s important to buy 100% British meat and ¾ of shoppers believe British meat is higher quality (Attest). The Ginsters “Taste the Effort” campaign is designed to highlight the dedication and care that Ginsters puts into making delicious high-quality products, using the tastiest ingredients, including 100% British meat and locally sourced vegetables, where possible.”
Savoury Pastry (Nielsen) is becoming more prominent in the food to go sector within grocery front of store and now accounts for 5% of all savoury pastry sales (NIQ) and 78% of Savoury Pastry shoppers want to see Savoury Pastry products included in meal deals, rising to 88% with Food to Go buyers and buyers on meal/drink specific missions. Savoury Pastry is an impulsive category too (Greenshoots) with 54% of purchase decisions made in store, even more so than confectionery at 49%. With shoppers looking for new and exciting flavours to grab their attention, Ginsters have created new Pockets to capitalise on this impulsivity and desire. Packed with delicious, top quality, street-food inspired flavours, Ginsters Pockets have been created to drive younger, flavour-hungry shoppers into the category and build consumer excitement.
Naomi Hemmings, Senior Marketing Manager at Finsbury Food Group, comments: “Meal deals are increasingly striking a balance between value and quality. With consumer confidence still fragile thanks to the cost of living, shoppers want reassurance that they are getting a good deal, but that doesn’t mean they are willing to compromise on taste or perceived quality.
“We’re seeing more premium carriers, stronger flavour profiles and better ingredient cues appearing within meal deals. Millennials in particular are returning to the high street with higher expectations; they want quality cues that justify a trade-up. The most successful meal deals combine an accessible price point with something that feels elevated.”
Health and functionality are increasingly shaping purchasing decisions in food-to-go. There’s growing interest in protein-forward options and the broader ‘healthy gut, healthy mind’ conversation. Clear nutritional callouts, particularly high-protein or high-fibre messaging, are becoming more prominent across meal deals and sandwich fixtures. Functional positioning is no longer niche; it’s becoming mainstream.
Meanwhile, being very sustainably conscious has lost importance for food-to-go consumers for two consecutive years (Lumina).
There is a clear appetite for more premium, artisanal-style sandwiches with quality increasingly dictating consumer choice, and that quality is communicated through both bread and filling. 76% of consumers are very quality led, up 3.4ppts YoY (Lumina).
Sourdough, thicker-cut bloomer styles and more substantial builds all act as signals of quality. In London particularly, the rise of premium sandwich operators charging around £12 per sandwich demonstrates that consumers will pay more when the product delivers. We’re talking generous fillings, strong visual impact and credible quality cues, all of which help to justify the higher price point.
Artisanal doesn’t just mean rustic aesthetics; it means delivering on flavour, texture and portion size in a way that feels worth the spend.
Global flavours remain a powerful driver in the food-to-go sector. Korean-style profiles, American-inspired builds and bold, sauce-led combinations like buffalo ranch are gaining traction. Consumers are increasingly open to international influences and layered flavour experiences.
Loyalty pricing is another important lever. Retailers are using loyalty schemes to sharpen value perception, often offering meal deals at a reduced price for loyalty cardholders. That data-led approach is also helping refine ranges and introduce new snack options more strategically.
The influence of social media turning certain supermarket items or foodie trends viral continues to accelerate the pace of change. While expansion into travel locations and drive-thru formats is helping operators capture additional dayparts as commuting patterns evolve.
Provenance sits within a broader quality and sustainability lens, and consumers increasingly expect transparency and reassurance around sourcing. This is particularly the case when it comes to chicken and other meat products. We’re seeing sourcing credentials clearly highlighted, reinforcing that consumers are paying attention to where their food comes from. Provenance supports premium positioning as it reinforces quality, builds trust and strengthens brand perception.
“Wholesalers can unlock growth by leaning into insight-led ranging, supported by their supplier. Understanding where the gaps sit in a portfolio, and where demand is building, allows wholesalers to curate a stronger, more relevant offer,” adds Hemmings.
Samantha Winsor, Marketing Manager, Lantmännen Unibake, comments: “The rising cost of living remains one of the biggest threats to the food to go occasion. Sustained pressure on disposable incomes may push some consumers to prepare food at home, particularly during the working week. Combat this by offering pairing promotions – pastry and a drink, or complete meal deals, for example – that offset budgetary barriers whilst increasing basket value. This approach is especially effective in convenience where spontaneous purchases are common.
“A growing segment we’re watching closely is the Mindful Treater, health-conscious consumers who want to balance wellbeing and indulgence without compromising on taste or quality. They are strongly influenced by freshness cues and visual appeal but are also making deliberate choices around portion size and ingredients. This is where size matters: Mini Danish formats allow these consumers to enjoy a sweet bakery moment, at any point in the day, while still managing portion control, an increasingly important consideration given the rise of GLP1 usage and our established diet and fasting culture.”
On the savoury side, sourdough, ciabatta and speciality breads remain consistently strong performers, especially with seed inclusions. They carry a natural health halo and align with consumer interest in fibre, satiety and minimally processed ingredients. The crafted, rustic feel of sourdough, ciabatta and speciality breads – often with seed, dried fruit and grain inclusions – elevates the eating occasion, whilst the widely recognised health benefits provide a meaningful sandwich meal.
“Speed and convenience remain non-negotiable, particularly for younger commuters whose routines demand quick, grab-and-go formats, prioritising efficiency over dining experience. This demographic is highly visual and impulse-driven, gravitating towards pastries, sandwiches and bakery items that signal freshness, quality and ready-to-eat convenience. For these shoppers, the decision happens in seconds, and products must look attractive, feel value for money, and be easily transportable,” adds Winsor.
“For summer, the trend in sweet bakery flavours is around traditional summer berries and sweet stone fruits like cherries and peaches, alongside tropical influences such as mango, passionfruit, pineapple and lime – especially in Danish pastries formats. These visually appealing, impulse-led products resonate strongly with younger shoppers, whilst mid-life consumers increasingly seek seasonal twists or hand-finished touches that elevate the experience.”
For fast food operators, takeaways and cafes looking to trade up, Brioche and Vegan Brioche Style Grilled Marked burger Buns provide a clear gourmet option for burgers and breakfast baps ‘to go’. These buns support both core menus and seasonal limited-time offers, helping operators premiumise dishes while catering to a broad range of consumer preferences, including plant-based diners.
Lantmännen Unibake’s Americana Seeded Buns also continue to be a best seller, valued for their soft texture, fresh-baked aroma and strong structure that stands up to loaded burgers and fast-paced service. They offer operators reliability without compromising on quality.
Americana buns* are produced using signature sponge-and-dough technology and baked in specially indented pans to ensure consistent shape and performance (*this excludes pure Brioche which is made using a different process). They’re frozen within two hours of baking to lock in freshness, enabling operators to manage demand spikes, reduce waste and maintain consistent quality – even during high-volume lunch service.
In sweet bakery, Danish pastries continue to lead the ISB Sweet category, with annual sales rising by 6.5% to £134.3 million (Kantar), demonstrating that consumers seek the reward and comfort moments that pastries bring, boosting sales across cafés and food-to-go settings. Premium offerings are particularly resonating because they offer indulgence that feels both special and accessible, allowing operators to trade up without overcomplicating menus. Pastries that highlight ingredient provenance, on-trend flavours and strong visual appeal help to elevate perceptions of quality and value, which is increasingly important as operators look to justify price points.
“Looking ahead, there will be continued demand from outlets to offer on-trend, quality products and ingredients that support kitchen efficiency and low wastage. Success will come from offering products that are versatile enough to work across multiple dayparts, formats and dietary requirements,” advises Winsor.
“The burger bun plays a critical role in the food to go market. It’s the carrier that brings the burger to life – structurally, visually and in terms of eating quality. Operators investing in high-quality buns with authentic grill marks, such as Americana’s Grill Marked Bun or Brioche Bun, can navigate some of the biggest operational pain points: maintaining consistency across sites and shifts, minimising waste, and delivering quality without adding complexity.”
Pre-finished grill marks ensure a consistent, authentic BBQ ‘just-grilled’ appearance every time, reducing reliance on in-kitchen execution, and providing a visual point of difference, perfect for busy burger outlets. The buns are supplied frozen, helping to minimise waste and maximise quality and efficiency. Reliable structure and durability also minimise sogginess, reducing plate waste and complaints. And consistent sizing and performance support portion control, and predictable margins.
At the same time, seeded and vegan options ensure menus remain inclusive and future-proofed, helping operators meet evolving consumer expectations without operational compromise. A great bun doesn’t just support the filling — it completes the experience while delivering the consistency, efficiency and reduced wastage operators need to protect profitability.
“For operators, the message is clear: focus on components that elevate the whole dish. A high-quality bun, paired with on-trend flavours and smart limited-time additions, can delight customers and improve satisfaction and repeat custom, whilst achieving higher spend and differentiating food to go menus in an increasingly competitive market,” suggests Winsor.
“Reliably and consistently delivering a high-quality product that is of excellent value and can withstand the journey is fundamental to secure repeat custom.
“When it comes to burgers – a gourmet bun is the secret to satisfaction. The bun isn’t just a vessel for the fillings, it’s a structurally critical component that can make or break the entire burger experience, including whether it can withstand a delivery journey.”
Lauren George, External Communications Manager, Mars Wrigley, comments: “Meal deals are a prime opportunity to turn drink-only occasions into drink-and-snack deals by encouraging customers to trade up for better value.
“Within On The Go, we anticipate the role chocolate plays within meal deals becoming greater and interest in these building as consumers look for more affordable ways to eat out and enjoy a treat. Being part of meal deals and positioned next to other impulsive categories is key to capturing people in the moment. Such offers also provide an exciting growth opportunity.”
While health remains an important consideration for consumers, treating and snacking is still ever present in the UK market and demand for indulgent moments remains strong. The trend for healthier options such as reduced sugar, for example, is driving innovation across the category. Protein confectionery is also likely to increase in popularity.
“To build a strong confectionery-to-go range, wholesalers and retailers should focus on several key strategies based on current trends and consumer preferences, including innovation, popular categories and novelty products,” adds George.
“Wholesalers can capitalise on opportunities by staying on top of trends, introducing fun, unique flavours and leveraging collaborations with popular brands or influencers. By keeping an eye on these trends and regularly refreshing their ranges, retailers can ensure they stay relevant and competitive in a constantly evolving market.”
Ross Davison, Head of Convenience at Kepak (Foods Division), comments: “Rustlers, the £109m powerhouse of chilled snacking (Nielsen), is supporting wholesalers in growing food-to-go profits with its popular line-up of convenient, high-value, flame-grilled burgers and sandwiches bursting with full-on flavour.
“With many food-to-go shoppers now seeking alternatives to traditional sandwiches, particularly to add more interest to their lunchtime choices, Rustlers offers the hot option, variety and flavour that fully meets their needs.”
Consumers are also turning to products like Rustlers, which they view as “quick and easy” and a “treat,” whether they’re eating at home, at work or on the move.
A brand refresh has made market-leading Rustlers more relevant to food to go shoppers, improving the clarity of messaging on-pack and driving clearer differentiation between Rustlers Burgers, Sandwiches and Subs. Demand has also been boosted by the introduction of new product names and images, with consistent colouring for different types of protein (i.e. meat, chicken etc.), which has made shopping Rustlers even easier.
“Rustlers is synonymous with convenient cooking and consumer appeal has been broadened by the fact that in addition to microwaving, Rustlers products can be grilled or air-fried, which is flashed on the front of pack,” adds Davison.
“As consumers continue to battle with the rise in the cost of living, shoppers remain price-sensitive, with many turning to Rustlers price-marked packs for the all-important combination of value, taste and quality, cementing Rustlers as a firm food to go favourite for consumers and a must stock for retailers.”
Stuart Graham, Head of Convenience and Impulse at KP Snacks, comments: “Food to Go remains an important mission and scalable channel, serving a transient population and on-the-go society.
“We are confident about the future of the category, having already seen significant recovery in the sector, and our portfolio is well-placed to capitalise on and drive singles recovery. At KP Snacks, we are continuing to excite and interrupt with flavoursome innovation, having the right brands in the right formats, meeting changing shopper missions as needs adapt, and building brand equity by doing the right thing. This means that we are focused on acting in a more socially responsible way in every part of the business, whether it be through packaging reductions, healthier products, and promoting healthier lifestyles.”
Weekday lunchtimes are the most popular time for eating on the go, with 62% of consumers saying they enjoy picking meal deal combos (Mintel). It’s key that retailers offer the right core range in the right formats to capitalise on mealtime occasions, boosted with the right promotions and in-store merchandising.
Last year, KP launched McCoy’s Hot ‘N’ Spicy in a Grab Bag and PMP format, tapping into the growth of Food to Go occasions. The bold new flavour capitalises on “Spicy” as the third-largest flavour partition in CSN. The ideal choice for enhancing lunch breaks, It has successfully joined the lineup of the nation’s most popular ridge-crisp brand, which is currently valued at £200 million and experiencing 5% growth YOY (Nielsen IQ).
Meanwhile Tyrrells is perfect for customers seeking a more premium snack – this award-winning hand cooked English crisp brand, has 91 Great Taste awards.
“Fundamentally taste is the number one purchase driver and all of our brands across the portfolio offer big and bold flavours,” adds Graham.
“As recessionary conditions prevail, operators need to stock trusted and familiar brands and offer the right product and price mix to deliver and demonstrate great value.”
PMPs have seen significant growth in the last number of years, with the format expected to continue increasing in both relevance and popularity. We’ve seen a recent increase in grab bags and large PMP sales as people are tempted by the bigger packs. Not only do PMPs offer consumers great value for money, but the clear pricing also assures them that they are not being overcharged. PMPs are a hugely versatile format that caters for multiple missions and occasions, whether that be hunger fill or sharing. 70% of shoppers purchase items on impulse and PMPs drive these sales through clear messaging and displays (Lumina).
Ed Merrett, Wholesale Controller at PepsiCo, comments: “We know that savoury snacking remains hugely popular among shoppers, with 99% of people in Great Britain consuming them (Kantar) and 50% purchasing savoury snacks from convenience outlets (Kantar). Alongside this, there’s no denying that when Brits are on-the-move, they are looking for snacks to enjoy. In fact, 60% of convenience shoppers are on-the-go (Kantar), presenting a significant opportunity for retailers to capitalise on lunchtime and food on the move occasions. This is particularly the case through meal deals, which can offer both value and convenience to shoppers out and about, as well as act as a treat for hybrid workers, while driving incremental purchases for retailers.
“Shoppers continue to value brands they know and love within this category – we’re seeing people not only seek out familiar, much-loved brands but their favourite flavours too. It’s therefore key that wholesalers are stocking a strong core of best-selling products that cater to these occasions. NPD also has a really important role in driving interest and excitement within the category – but the key to success is supplementing this with a strong core that will drive repeat sales. PepsiCo’s portfolio is perfectly placed to help wholesalers tap into this Food to Go sales opportunity, with the perfect balance of much-loved favourites and exciting new launches.”
Many consumers are still being impacted by the cost-of-living crisis and changing their shopping behaviours as a result. PMPs continue to offer retailers a strong opportunity to grow sales through reassuring consumers of value, helping them to offer an accessible price point that builds trust. PMPs cater to multiple occasions and missions too, including Food to Go, with 50% of shoppers saying they’re more likely to visit stores with good PMP ranges (Mortar). Through this, the format has continued to grow in popularity, with value share increasing to 62% last year, compared to 61% in 2023 (NIQ).
“To maximise this growth opportunity, we recommend that wholesalers stock a variety of best-selling brands, such as Walkers and Doritos, in PMP format, to help retailers cater to multiple snacking occasions with well-loved brands that deliver on taste and enjoyment,” adds Merrett. “Our top five price-marked SKUs in our crisps and snacks range within independents and symbols includes Quavers Cheese (54g), Walkers Crisps Cheese & Onion (70g), Doritos Chilli Heatwave (70g), Walkers Crisps Ready Salted (70g) and Doritos Tango Cheese (70g), making them must-stocks to cater to Food to Go snacking occasions (NIQ).”
Kate Abbotson – Senior External Communications Manager at Coca-Cola Europacific Partners, comments: “Soft drinks on-the-go, strategically positioned near the counter, play a crucial role in driving sales. They cater to various needs throughout the day, serving as a morning pick-me-up with ready-to-drink coffee, a refreshing companion to a lunchtime meal or afternoon snack, an energy-boosting option, or as a treat at the end of a busy day.”
The soft drinks category continues to go from strength to strength, with 98% of households in GB enjoying soft drinks over the past year (Kantar), and with the category growing 3.8% in value (Nielsen), demand is high.
“We design for standout across our range. From the bold purple stripe on Jack Daniel’s & Coca-Cola Cherry to the pink-green fade of Absolut Vodka & SPRITE Watermelon, our packs are made to catch the eye and cue flavour instantly. The same goes for Monster, where the iconic can designs across Ultra, Juiced and Core build on instant recognition of the Monster claw and make the range unmissable on shelf,” adds Abbotson.
“When these are brand-blocked in store, the visual impact is even stronger, driving impulse purchases.”
In terms of flavoured carbonates, Fanta leads the segment in GB (Nielsen). Innovation fuelled its strong 2025 performance, including the zero-sugar launches of Fanta Zero Apple, Fanta Zero Raspberry and the limited-edition Fanta Tutti Frutti Zero Sugar. Meanwhile, Dr Pepper continues its momentum as the fastest-growing flavoured carbonate (Nielsen), thanks in part to the success of Dr Pepper Cherry Crush Zero Sugar. The RTD chilled coffee segment is now worth over £323m (Nielsen) and is forecast to be the highest growth category within soft drinks (Nielsen). Costa Coffee RTD, has fuelled this momentum, and new variants like Creamy Tiramisu Frappé and Double Shot + Caramel keeping the offer fresh.
Stéphanie Brillouet, Marketing & Innovation Director, Délifrance, comments: “Sandwiches are inherently aligned with the convenience trend – with recent research showing that almost half of consumers choose where to buy a sandwich primarily because of ease and accessibility (3Gem).
“But food-to-go convenience today goes beyond simply being quick. It’s about delivering quality and health credentials without adding friction to the customer experience.
“Habit is a powerful driver in this space. Two-thirds of consumers usually purchase the same sandwich most of the time, underlining how strongly routine shapes decision-making. This attachment to go-to options offers both reassurance and headroom for growth: wholesalers can help operators spotlight core bestsellers while introducing subtle seasonal twists or limited-edition variants to gradually expand consumers’ repertoires.”
Practicality also plays a key role. Half of consumers favour a sandwich that is neat and easy to eat, reinforcing the importance of format. With over a third eating their sandwich at work or their place of study, its status as the “ultimate desk food” remains intact. Over a fifth take their sandwiches home, highlighting how portability and dependability continue to define the category.
“Notably, although convenience is central, less than a fifth of consumers actively opt for a grab-and-go sandwich. This indicates that while speed is valued, it should not come at the expense of perceived quality or freshness,” adds Brillouet.
“Croissants, pains au chocolat and Danish pastries have firmly cemented their place as food-to-go staples, driven by their premium feel, rich sensory appeal and ability to elevate even a quick, everyday purchase.
Product appearance (42%) and smell (41%) remain the key impulse triggers (Délifrance). Therefore, good-looking pastries with a balance of exciting toppings and fillings – through both new and traditional flavours – will catch the attention of consumers. Appearance is key and so too is creating aromas. So, wholesalers should stock ready-to-bake pastries – both sweet and savoury – that allow operators to easily bake throughout the day and draw in custom. For wholesalers, the opportunity is to focus on helping operators deliver high-quality, fresh, easy-to-eat sandwiches and pastries in the most seamless way possible.”
Quality remains central to decision-making, with growing numbers of consumers deliberately selecting handcrafted breads made using longer fermentation for their deeper flavour and superior texture. Perceived health benefits are just as important, particularly the digestive advantages linked to sourdough, spanning brown, wholemeal, seeded and rye varieties. Increasing demand for premium breads with stronger health credentials indicates that food-to-go shoppers value both the nutritional benefits and the traditional craft behind sourdough production, viewing it as a more wholesome, flavour-forward choice.
“Recent research shows that 46% of consumers say better quality is the main reason they are eating more sandwiches, highlighting that improvements in ingredients, bread and overall execution are directly driving frequency (3Gem). Quality is now the second biggest factor influencing sandwich choice (33%), behind taste, and consumers increasingly define value through premium carriers, higher-quality fillings and visible freshness, rather than price alone (3Gem). This appetite is also translating into a willingness to trade up. Nearly three in ten consumers (29%) say quality fillings would encourage them to step outside their usual choice, creating a strong opportunity for more artisanal-style sandwiches that feel elevated but still familiar (3Gem). Importantly, premium sandwiches are benefiting from a “budget halo”: they deliver an affordable indulgence compared to eating out, making them especially appealing during periods of economic pressure,” says Brillouet.
“In short, shoppers are actively rewarding sandwiches that look, feel and taste better. For wholesalers and operators, this confirms that investing in premium breads, generous fillings and clear quality cues is not a niche play, but a mainstream growth opportunity.”
Tash Jones, Commercial Director at Fairfields Farm, comments: “Meal deals remain really appealing, especially when they offer a good balance between price and quality. Shoppers are more aware of their spending than ever, so they want to feel confident they’re getting something worthwhile for their money. That said, value doesn’t just mean cheap. People still care about taste, quality and how products are made. There’s also a growing number of shoppers who are thinking more about health and wellbeing, so options that feel a bit lighter or more responsibly produced are becoming increasingly popular. The most successful meal deals are the ones that manage to deliver convenience, quality and value all at the same time.”
Consumers are more conscious of what they are buying. While indulgence still has a strong place within food-to-go, shoppers increasingly expect transparency around ingredients, sourcing and environmental impact. There is growing interest in foods that are responsibly produced. Brands that can clearly communicate their environmental credentials and sourcing story are better placed to earn trust and long-term loyalty.
“Beyond convenience, health and wellbeing and quality products are now some of the biggest drivers in food to go,” adds Jones. “Shoppers are paying much closer attention to where their food is produced, how products are sourced and are looking for something to suit their dietary requirements and still deliver on flavour. Enjoyment is still key; people don’t want to feel like they’re compromising. At Fairfields Farm, we focus on growing our own potatoes and handcooking our crisps in our onsite factory, focusing on a classic vegan and gluten free flavour range, using quality potatoes as well as introducing exciting new limited-edition flavours. This means we can make sure our crisps deliver on taste while reflecting the care and provenance behind how they’re made.”
“Without a doubt, provenance has become a key decision-making factor. Consumers increasingly want to understand where their food comes from, how it’s made and who is behind the brand. For Fairfields Farm, provenance is at the heart of everything we do, from growing our own potatoes on the Essex-Suffolk border to cooking and packing our crisps on site at our farm. This level of traceability gives shoppers confidence and allows retailers to offer products with genuine authenticity,” adds Jones.
“Wholesalers play an important role in helping customers make sense of what can be a very busy category. By putting together ranges that really suit different shopping occasions, they can make life much easier for retailers. That means stocking trusted best-sellers, but also including premium, independent brands like Fairfields Farm, that help stores stand out. Good communication, clear merchandising and sharing insight around things like provenance and sustainability stories all go a long way in helping customers get the most out of the category.”
Jason Geary, Master Baker at Jason’s Sourdough, comments: “Consumers are increasingly seeking products with clear health benefits and higher nutritional value, reflecting a shift towards preventative health options and long-term wellbeing.
“However, costs, habits, and practicality often prove it difficult for consumers to maintain regular healthy eating, making simple everyday swaps an attractive solution. Jason’s Everyday Protein Rolls were developed to meet this demand, offering a practical way to add nutrient-rich, functional ingredients into daily diets while staying true to the brand’s focus on simplicity and exceptional flavour.”
Consumers are increasingly time-poor, with 2.2 billion fewer dinner occasions involving more than 30 minutes of preparation compared to five years ago (Kantar). As a result, convenient, ready-to-eat options are becoming increasingly central to both on-the-go and at-home occasions. At the same time, shoppers are shifting towards premium products that deliver strong taste credentials while meeting key health priorities including protein and fibre, without additives and preservatives.
Rising awareness of ultra-processed foods (UPFs) has led more consumers to scrutinise the ingredients in what they consume. In fact, 64% of shoppers claim that they try to minimise UPFs in their diet (IGD). As a result, shoppers are seeking fewer, simple and natural ingredients.
Sourdough Crumpets, made from only four ingredients, support this trend, offering a simple option that eases concerns around ingredient listing and UPFs.
Frances Booth, Head of Marketing at Lotus Bakeries UK, comments: “Food to go is all about convenience, and customers will often grab a treat they know they will enjoy. What’s more, as most purchasing decisions are made quickly, customers are often drawn to brands they know and love. Found in over 7.4 million households (Nielsen), Biscoff® is a popular choice due to its irresistible taste and distinct texture. Created from the original recipe by founder Jan Boone Snr, Biscoff® has developed a reputation for its quality, using the finest ingredients to create an authentic taste experience.
“To make the most of this category, wholesalers should offer individually or twin-wrapped snacks as these are convenient for enjoying on the go. What’s more, with many customers becoming more health conscious, this format helps manage portion sizes whilst still making a delicious addition to lunches and snacks. The Biscoff® 16x2pk Snackpack provides two Biscoff® biscuits in each pack, allowing customers to satisfy sweet cravings without being excessively indulgent. This snackpack also helps keep our biscuits fresher for longer, allowing customers to enjoy Biscoff® all through the week.”
Biscoff® & Go is a must-have snack to have on hand for whenever hunger strikes. Combining classic breadsticks and our iconic smooth Biscoff® spread, this is perfectly sized for enjoying on the move. Ready to eat, Biscoff® & Go additionally saves time, offering a delicious, pre-prepared snack that can form part of lunches or be popped into bags for the commute in/out of the office.
Customers are always attracted to brands they know and trust, especially when it comes to biscuits as these are a staple in customers’ diets. On top of this the versatility of Biscoff® makes it a popular choice as the biscuits can easily be enjoyed on the go or added to lunchboxes.
Lotus Natural Foods (BEAR & Kiddylicious) Marketing Director, Jo Agnew, comments: “On-the-go snacking is part of everyday life for babies, toddlers, kids and adults. School bags, changing bags, gym bags and glove compartments are where these products really live. Parents want snacks that are ready when they are: portable, long-life and easy to trust.
“For BEAR, that opportunity goes well beyond lunchboxes. While we remain the number one brand in Kids Fruit Snacking, BEAR is also a growing player in Adult Fruit Snacking (NIQ). The brand now spans a full portfolio of dried fruit products designed for adults too – in both sharing and snack pack formats – including Mango, Strawberry and Coconut varieties. That means parents can pick up Yoyos or Fruit Bites for their cubs and a BEAR Fruit pack for themselves in the same shop. Essentially, one fruit snacking fixture caters to multiple missions and audiences.”
Adult fruit snacking is gaining momentum as more shoppers look to swap confectionery and ultra-processed snacks for something naturally sweet. Dried fruit offers flavour, fibre and familiarity in a format that feels like a small step towards healthier choices.
The ambient format is a real strength here: no refrigeration, no bruising and less waste — just real fruit in a format that fits busy routines. That practicality works for families and makes strong commercial sense for retailers, driving incremental sales across age groups.
“For Kiddylicious, on-the-go is about reassurance. Parents want to prepare fresh meals wherever they can, but real life doesn’t always make that easy, with nursery drop-offs, long journeys and busy afternoons only some of the daily activities busy parents need to navigate. That’s where trusted brands step in,” adds Agnew.
“Kiddylicious is there for those everyday moments, with finger food and snacks that are perfectly portioned, easy for little hands to manage and simple to pack without second-guessing. Clear labelling, age-appropriate textures and thoughtfully developed recipes are at the heart of the brand.
“When you’re out of the house with a baby or toddler, confidence matters. Products need to feel safe, sensible and nutritionally considered. From our Veggie Straws and Wafers that support sensory exploration, to Pouches made with simple ingredients and added nutrients like fibre, iron and calcium, every range is designed with real families in mind.”
Flawsome! Drinks is launching two of its ranges of wonky fruit juice offerings through Simply Lunch, the UK’s leading sandwich supplier.
The drinks brand, which uses wonky and surplus fruit to create cold-pressed juice drinks, will be launching three Wonky Fruit Water Cartons and three Lightly Sparkling Juice Cans into Simply Lunch’s range. This collaboration reflects both brands’ commitment to offering customers high-quality, sustainable choices that perform in the food-to-go category.
“Simply Lunch is a fantastic and natural partner for us as we grow our presence in the food-to-go category,” says Karina Sudenye, co-founder of Flawsome! Drinks.
“They have a strong understanding of what customers are looking for from this category, strong credentials and products that stand out on the shelf. Launching both our Wonky Fruit Waters and Sparkling Juice Cans through their range allows us to reach more customers whilst supporting operators with drinks that combine sustainability with commercial appeal.”
Newby Groves, Managing Director, The Mad Butcher, comments: “The UK food-to-go market is continuing to evolve at pace, with convenience now expected as standard and differentiation coming from quality, nutrition and versatility. For wholesalers and retailers alike, the opportunity lies in offering products that satisfy value-conscious shoppers while also delivering the premium cues and functional benefits that today’s consumers actively seek.”
Meal deals are shifting. Shoppers are willing to trade up when products offer clear added value – higher protein, better quality, bold flavours, cleaner ingredients. This is driving a move away from the traditional sandwich, crisps and drink format towards more flexible, deli-style combinations that allow shoppers to “build their own” lunch using snackable, protein-led components.
“Consumers are looking for more functional food-to-go options, with high-protein, keto friendly and lower-carb snacks increasingly replacing crisps and confectionery within meal deals. That’s where The Mad Butcher gourmet meat snacks thrive,” adds Groves.
“We’re also seeing strong demand for more premium and artisanal food-to-go options, from elevated sandwiches to charcuterie-inspired snack formats. European-style grazing habits are influencing the UK market, creating demand for smaller, flavour-led products that fit different parts of the day and support on-the-go lifestyles.”
Protein snacks that work across lunch, gym, travel and afternoon pick-me-up missions are particularly effective at driving spend. Cross-merchandising within meal deal and food-to-go fixtures, rather than limiting products to ambient snacking, is key.
The Mad Butcher Bites were introduced last year to fit the lunch-to-go format and provide a protein-rich alternative to crisps. A convenient 40g format designed specifically for meal deals and impulse food-to-go purchases, Mad Butcher Bites come in two flavours – Salami and Chorizo – and support the shift towards more satisfying and protein-led lunch solutions.
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